According to this exhibit at Manzi art space in Hanoi, there is a lot of history related to this building. See the full comment with architectural images at the link above. More details below.

• No. 10 Ly Quoc Su street
• Owner: Nghiem Xuan Thuc
• Year built: 1920s Style: Art Deco

The building reflects the elegance and modern outlook of the photography studio owner. The owner’s name is inscribed on the building’s pediment in both Latin and Chinese characters. A bronze sign bearing the studio’s name—which once adorned the Ly Quoc Su side—is no longer present. On the Chan Cam Street side, the pediment features Chinese characters in the *seal script* style. In 1958, the family voluntarily donated the property to the State. Later on, a Pho restaurant owner rented this place from the co-operative to turn it into one of the most famous Pho restaurants in Hanoi.